social media workshop 2012
DESCRIPTION
Was asked to conduct a workshop for Social Media at Sunway University. Here's to knowledge sharing on the basics of strategising for social media.TRANSCRIPT
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COMMUNICATING VIA SOCIAL MEDIA
Hello!
08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
Musical chairs! Join this Group on Facebook!
Facebook Group LinkType the URL above into Internet Explorer address bar
BEFORE WE START…
08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
Ice Breaker: Post these up on the FB group wall Department How long have you been working in your company?
Summarise social media into one word
GOOD MORNING!
08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
This is not a “How to use Facebook” workshop…but rather a “Why should we use Facebook to reach our objectives” workshop
CLEARING EXPECTATIONS
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08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
Starting from the root cause
INTERNET 101
08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
HOW IT ALL WORKS
IP
08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
WHICH LEADS US TO….
08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
A ROUGH LOOK AT HISTORY
Web 2.0 (Interactive/Collaborative)
08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
THE 3 PILLARS/FACETS OF THE INTERNET (PRE-WEB 2.0)
The Library (Search)
The Noticeboard (Forums)
The Post Office (Emails/Messagin
g)
08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
THE 3 PILLARS/FACETS OF THE INTERNET (PRE-WEB 2.0)
The Library (Search)• Information
(Useful)• Cataloged and
Indexed Archive• Photos and
Videos• Easy to
Navigate• Helpdesk
The Noticeboard (Forums)• Community
oriented• Questions
directed to experts/experienced community
• Interesting discussions
The Post Office (Emails/Messaging)• Archive of
communication between friends/family
• Fast and easy response
• Share information privately
08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
THE 3 PILLARS/FACETS OF THE INTERNET (PRE-WEB 2.0)
The Library (Search)• Pros
• Easy to search for information
• Answers questions
• Cons• Privacy
The Noticeboard (Forums)• Pros
• Helps facilitate discussions on topics/issues that are not normally brought up
• Cons• Bullying
The Post Office (Emails/Messaging)• Pros
• One-to-one communication
• Cons• Not personal
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08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
World’s #1 Online Retailer
THE 3 FACETS AT WORK
08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
FACET #1: LIBRARY
08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
FACET #2: NOTICEBOARD
08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
FACET #3: THE POST OFFICE
08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
QUESTION BREAK (3 QUESTIONS)
08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
In just 15 mins, think about… Are you utilizing/Do you have the 3 facets in
your department fully to benefit staff or students of Sun-U?
How are you utilizing them? How can you utilise them more?
Post answers to these questions in our Facebook group
Get feedback from other groups
MINI-DISCUSSION
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08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
Tea in Atrium
TEA BREAK TIME
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08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
Combining all facets
SOCIAL MEDIA
08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
Information Interaction
CHANGE HAPPENS
Web 2.0
08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
SHIFT OF BEHAVIOR & FOCUS
LibraryNoticeboar
dPost Office
Pre Web 2.0
Library Noticeboard Post Office
Web 2.0
Information
Interaction
08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
Library
Noticeboard
Post Office
Images
Videos
News
Updates
Apps/Games
Items of conversation
Library
Noticeboard
Post Office
WHAT SOCIAL MEDIA IS ALL ABOUTFROM STRANGERS TO KNOWN
08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
Library Noticeboard Post Office
Facebook as an example
08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
SO, HOW DO I USE SOCIAL MEDIA AND WHICH NETWORK SHOULD I USE?
08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
The question is not HOW but WHY?
Strategy triumphs Skills
Ask the WHY before the HOW
JENG JENG JENG
08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
Don’t see the point Updating/Frequency Responding/Speed Privacy Type of Content (BAD)
STRATEGY HELPS OVERCOME PROBLEMS
08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
Identify Objective/Problem•Ask a question
Identify Group of people•Know your audience
Identify Channels•Know where they are posting
Identify Conversations•Know what they are posting
Build Relationship
SOCIAL MEDIA STRATEGY 101
08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
QUESTION BREAK (3 QUESTIONS)
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08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
Let’s be productive ;)
PROJECT TIME!
08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
LET’S KILL THAT THING WHICH HAS BEEN BUGGING YOU
08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
Gather around with each other and form a group of chairs
Say hi to your teammates! Give your group a name. Decide on one specific communication problem you’d like
to fix today Post your Group Name and Problem on FB Group and tag
your group members/name on the post
GET TOGETHER IN YOUR GROUPS
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08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
Lunch in Cafetaria
LUNCH BREAK TIME
08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
MAKE THINGS HAPPEN
08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
Group Name Group Problem Objective People we’re speaking to Channels we’d like to use Conversations we’d like to have Relationship we are going to build
Solution Campaign? Change of system? What will we do in x months time?
PROJECT SHEET TEMPLATE
08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
Be specific about the problem. Identify key areas. Why should we solve this problem? What are the current challenges that are preventing you
from doing this? How can the Intranet/social media overcome this? When must you overcome this? (optional) How will you measure the success of the project using
social media? Is your goal realistic and achievable?
Write down your goal by commenting on the FB post
BY…. WE WANT TO ….
Objective People Channels Conversations Relationship
08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
Who are you trying to reach? What are their Internet/social media behaviours?
When do they go online? How do they go online? Which websites do they like to go to? What kind of content do they like to read or share? Who do they trust online e.g. bloggers, celebrities, etc?
Why should they help you achieve your goals? What is preventing them from being a part of what you’re
trying to achieve?
Discuss and Comment on your group’s Facebook post
MY TARGET AUDIENCE:
Objective People Channels Conversations Relationships
08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
Which channels are the most effective in achieving my objective?
What are my audience behaviour on these channels and how should I engage with them personally?
Twitter – Search for mentions and Tweet Email marketing – Set up database, regular newsletters
What are my audience talking about me? What are my competitors doing on these channels?
Why are they successful? How can we be different?
Discuss and Comment on your group’s Facebook post
LIST KEY LEARNINGS
Objective People Channels Conversations Relationship
08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
What kind of content can I post up on these channels to engage with my audience?
Content calendar – Themes for each month Set limits – 1 week 1 post / 1 month 1 newsletter Look for examples of what others have done Are you doing anything new?
How fast should I respond? Is it feasible? Who will respond? How should he/she respond? (Tone and Manner)
How can I integrate these channels? Should I integrate? Discuss and Comment on your group’s Facebook post
HOW TO STRIKE A CONVERSATION
Objective People Channels Conversations Relationship
08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
How are you currently building a relationship? What kind of relationship do you want to see? How can you improve? List pain points and comfort points. How can we analyse the conversations/make milestones
out of the relationship (CRM)? Do you have Plan B if relationship goes sour? (FAQ or
Crisis Management)
Discuss and Comment on your group’s Facebook post
GO LONG-TERM NOT SHORT TERM
Objective People Channels Conversations Relationship
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08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
PRESENTATION TIME!
08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
QUESTION BREAK (3 QUESTIONS EACH GROUP)
08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
What have I learnt? Did I meet my goal? How can I share this with my colleagues?
Set up social media brainstorming sessions internally What else would I like to learn?
DISCUSSION
08/04/2023Introduction to Social Media © 2012 :: Rachel Foong
Start implementing your Projects Twitter – Talk with a random stranger Facebook – Play a game or Start a Facebook page/group Foursquare – Download app and check in to any location Instagram – Download app and Post 5 photos YouTube – Build a playlist LinkedIn – Connect with 10 colleagues
Explore possibilities!!
CHANGE HAPPENS … STEP BY STEP
{THANK YOU
Tea break in the Atrium